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438 MO\IXG PICTURE WORLD December 11, 1926
Two Excellent Examples of Unusual Ad Layouts
An Open Letter Helps Start Qood Campaign
Tom Arthur, of the Cecil Tlicatre, Mason City, la., opens his campaign on The Flaming Frontier with an open letter, using a two nines very well set.
rriMPORTANTll
II
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^ A^^'ou^cEME^•T ^
Theatre Goers of Ma»on City
While it has always been my policy to secure for the people of Mason City the very best in entertainment— I am particularly pleased to be able to announce that I have been successful in booking one of the greatest pictures of the year —
The Flaming Frontier"
This is the' stirring, blazing spectacle that astounded and amazed all New York where it recently showed, to recordbreaking crowds at $2.00 admission.
It is a , picture tHat every red-blooded American — from nine to Jiinety— from Maine to California will want to see. ■ "The Flaming Frontier" will be shown at the CAM Theatre for 3 days— Aug. 30— Septlst.
Tom Arthur, Mgr. CECIL THEATRE
MR. ARTHUR'S LETTER
The open letter makes an ideal opener for any large campaign. In the first place it is a different appeal and in addition it gives the personal touch that carries weight if the manager means anything to his clientele.
And even where the display advertising is not well done, the printer usually can get out a good looking straight set letter.
This was backed up by an unusually good campaign, using large spaces and plenty of cut material. It was the sort of campaign that impresses the reader, and from the dates it would appear that Mr. Arthur used this picture to get the fall season started properly.
Probably he figured that if he could get the bulk of his patrons to turn out for an extra big picture, he would be able to break down their Summer resistance and line them up for the cool weeks. To this end he played up the picture like a circus, but this open letter was the outstanding feature of the campaign.
Cut and Won
For some more or less obscure reason the matinee business at the Park Theatre, Youngstown, Ohio, has not been all :hat it
should be, and when A. J. Sharick ran down from Cleveland to talk over The Midnight Sun he was told how matters stood.
He hustled over to the Vindicator, sold the paper on a special coupon that would admit women to the matinees for a quarter ; ten cents under price, and because it was a bargain the women simply had to come. The paper gave si.\ big stories to the idea just to get its own share of the kudos, and that helped the night business, too.
This Notched Cut
Makes a Nice Ad
Notching a stock cut gives the Garden Theatre, Baltimore, a nice layout without any art bill. Three lines above, to balance the signature and a type insert in the notch gives the equal to a drawn design for George O'Brien in The Rliie Eagle.
A nCHTINO TALE OF (rr.l'Jll
In a Thrillinc Stor> of the High Scaj
J»n«t Cayoor. WiUi^m RusmD |
MUCH FOR LITTLE
It may have been that only the small panel was notched in, since the other copy reads more like the plan book style than house wor's. In any event the Garden has produced a nice display at small cost.
Versatile Octopus Helps Mare Nostrum
This drawn dcsi.gn for the Forum Theatre, Los Angeles, may not be very correct from a zoological angle, for an octopus large enough to grab a ship in one tentacle would
REX, 'INGRAMS
mmmm
not require three tentacles for the man, but there is life to the sketch and it lives up to the corner "amazing."
The title is given a good play-up and there is enough sales talk for a two-fives; which is a reasonably large space for Los Angeles.
Lets Local Critic
Write the Ad Copy
Appreciating the value of a really appreciative criticism, the Victory Theatre, Denver, merely reproduced a local criticism on Stella Dalla<: for its two seven s.
Th€ CrHlct See Them All—and When They Say Thingt like Thi^
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Excerpt from Betty Criig's review IB lajt 'Mncday'i Ptmt. It do«n't leave much to ur.
IHW plftijro po^itlvfly nt\t Ftlday milit aixl nil! not l» »hoirn TODAY fi*^y>t>'-rf ia IVnvw until oinrty <U)t ■ ftcr lbt> (osiplc'Clon of this Micacrtn'-nl.
FOR STELLA DALLAS
.\bout the only addition made by the house is the statement that the picture will not be seen again in Denver within the 90 (lay period. It js about all that is needed, for the critic wrote an exceptionally fine review.
If the management made the same statements, they might not be as readily accepted, so it wisely lifts the gist of the critcism and reproduces it. The reproduction comes up rather poorly, but it gets over, and using the actual clip instead of a reset permits the underlining to point up the value of the strongest phrases.
It is an adroit utilization of an exceptional piece of copy.
A FISHY CUT
Hyman Displays Are Uniformly Well Done
Most of the advertising of the Mark Strand Theatre, Brooklyn, are uniformly good, but now and then Eddie Hyman gets a little ahead of the average, and we think that this 75x2 on Red Grange is a little better than usual .
This is all hand lettering, with the figure put in by a second artist, who can draw